Focus Group
A focus group is a research method in which a small group of people discusses a product or advertising idea under the guidance of a moderator. Participants' stories and reactions help reveal audience motivations that may not emerge from surveys.
How a Focus Group Study Works
A group of 6–10 participants who share characteristics with the target audience is selected. The moderator asks questions based on a prepared discussion guide and ensures that the conversation stays on track. The session lasts one to two hours and is recorded for later analysis.
A focus group helps researchers see almost any aspect through the customer's eyes, including a product concept, packaging, creative assets, offer wording, pricing, and advertising. Some of the opinions gathered are turned into hypotheses that are then tested through quantitative surveys.
It is important to remember that focus groups provide qualitative data about motivations, wording, and reactions. However, they cannot be used to determine market shares or draw conclusions about the entire customer base. The findings should be supported by surveys and tests.